A big 'Thank You' to the eYeka community for participating in the Trident Virtual Gum contest. Your creative leaps were nothing short of amazing and have really helped us think differently about the gum category for the virtual world. We hope you enjoyed working on the brief and we hope we can bring some of the winning ideas to life!

For the young, gum chewing is a symbolic act of disobedience toward authority. Thus in envisioning a virtual gum, I center the experience around a sense of free spirited mischief. It needs to satisfy our defiant nature, and inspire us to never stop opposing oppression